The verdict in three sentences
On the phone, you have 30 seconds to earn the next 3 minutes. A structured script — opener, discovery, demo, objection, close — lifts per-call conversion from 2 % (improvised) to 5-12 % (drilled). The secret is not talking more, but asking the right question and sending the demo during the call.
The 5-part script
The script is not a text to recite but a skeleton. Each phase has a single goal: only move on once the goal is met.
| Phase | Duration | Goal | Example |
|---|---|---|---|
| Opener | 30 s | Earn 3 min | "Hello, I'm calling because I built a preview site for your shop." |
| Discovery | 1-2 min | Find the need | "How do customers find you today?" |
| Demo | 2-3 min | Create desire | "I'm sending a link now, open it: it's your shop." |
| Objection | 1-2 min | Clear the blocker | See table below |
| Close | 1 min | Set the next step | "Shall we book a call Thursday 3pm?" |
The 5 key objections and their answers
Objections are predictable: 90 % of calls revolve around the same five. Prepare them word for word so you are never caught off guard.
| Objection | Answer |
|---|---|
| "It's too expensive" | We start at 1,000,000 NGN, payable in 3 installments of 333,000 NGN. |
| "I already have Instagram" | Instagram grabs attention; a website turns that attention into customers who find you on Google. |
| "I don't have time" | We do it all: you approve, we deliver in 7 days. |
| "Email me" | I'm sending the demo link now, look at it while we talk. |
| "I'll think about it" | Of course. Let's just reserve the free mockup so you can decide concretely. |
Send the demo DURING the call, not after: a prospect who hangs up on a promise of an email is 80 % lost.
Selling for Kolonell as a referral partner
This script works as well for a salaried rep as for a Kolonell referral partner (apporteur d'affaires). You call, you qualify, you send the demo, and you hand off to Kolonell for production. Your commission lands on signature.
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| Segment | Referral commission | Recurring |
|---|---|---|
| Showcase site | 15 % | + 5 % on maintenance |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
At 8 % conversion on 100 calls/week, a partner signs 8 Starter showcase sites (1,000,000 NGN). Commission 15 % = 1,200,000 NGN for the week, purely by phone.
Mini case study
Zainab, a student in Accra, calls 20 SMEs a day from her phone. Over 100 calls in the week she reaches a decision-maker 45 times, sends 30 demos, books 9 appointments and closes 8 sales. At 1,000,000 NGN per showcase site and 15 % referral commission, she banks 1,200,000 NGN, while revising for exams in the afternoons.
FAQ
How many calls per sale? Count 10-20 connected calls per sale, a 5-12 % rate. List quality and sending the demo live are the two levers that raise it.
Do I need a paid prospect list? No. Google Maps, trader Facebook groups and local directories are enough to build 200 qualified numbers for free.
When should I call SMEs? Mid-morning (9:30-11am) or mid-afternoon (3-5pm). Avoid opening and closing, the busiest moments.
What about "call me back"? Immediately fix a precise slot ("Thursday 3pm") rather than a vague "later". A dated callback holds 3 times more often.
Does the script work on WhatsApp? Yes, adapted: a 30-second voice note + demo link. WhatsApp reply rates often beat classic cold calls.
Let's talk about your project. Kolonell provides the script, the demos and pays partners from the very first signature. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
